Are PTs Undervaluing Themselves? The $7.50 Problem Explained

🔎 Is Luna’s $7.50 Fee Legal? What This Means for PTs

Luna recently announced a $7.50 per-visit fee across payors — including Medicare. That sparked serious debate inside the physical therapy community.

Is it legal?
Is it smart?
Are therapists undervaluing their services if patients cancel over $7.50?

In this episode of PT Pintcast, Jimmy McKay, Tony Maritato, and Dave Kittle break down:

Medicare compliance rules and what’s actually allowed
Why some PTs willingly give up 30–40% of revenue to platforms
Whether Luna is absorbing risk PT owners don’t want
The real marketing problem behind patient cancellations
How AI video and short-form content are driving millions of views for PT clinics

This conversation goes deeper than the headlines. It’s about leverage, risk tolerance, value, and what the next version of physical therapy business looks like.

⏱ Chapters

00:00 – Luna Fee Debate
06:42 – Medicare Compliance Rules
15:30 – Platform Risk vs Control
24:18 – Why Patients Cancel
34:55 – Astronomer PR Strategy
46:20 – AI Video Explosion
55:10 – 9 Million Views Breakdown